Sephora ends beauty deal with vlogger after college admissions scandal

Sephora is canceling its cosmetics collection with beauty vlogger Olivia Jade Giannulli. The move follows the news earlier this week of the involvement of Giannulli's parents, actress Lori Loughlin and fashion designer Mossimo Giannulli, in a massive college admissions bribery scandal.

"After careful review of recent developments, we have made the decision to end the Sephora Collection partnership with Olivia Jade, effective immediately," a Sephora spokeswoman said in a statement.

In addition to Loughlin and Giannulli, dozens of others, including actress Felicity Huffman and Gordon Caplain, chair of New York law firm Willkie Farr & Gallagher, have been accused by prosecutors of cheating on college entry exams and falsifying sporting records in order to get their children into top universities.

By early afternoon Thursday, the Olivia Jade x Sephora Collection Bronze & Illuminate Palette was no longer listed on Sephora's website. The line had been in circulation since late last year, according to reports.

Sephora's decision follows increasing consumer outrage at the partnership. Some remarked on Twitter that Sephora is endorsing a "cheater." Others lamented the clout that influencers command with beauty and fashion brands

Hmm, I wonder if Sephora is going to remove Olivia Jade makeup product or do they endorse cheaters? @Sephora

A reporter with Ad Age since 2015, Adrianne Pasquarelli covers the marketing strategies of retailers and financial institutions. She joined Ad Age after a dozen years of writing for Crain's New York Business, where she also focused on the retail industry. Over the course of her career, she has won awards from the Society of American Business Editors and Writers, the National Association of Real Estate Editors and the Jesse H. Neal Awards.